Savoury snack brand Mattessons Fridge Raiders has partnered with the world’s biggest gaming franchise, Call of Duty, for the launch of Code Strike, a mobile game that will test gamers’ code breaking skills.

The promotional campaign supports the global launch of Call of Duty WWII. It was created by Saatchi & Saatchi London.

Special promotional Call of Duty packs of Fridge Raiders will also be available on shelf with UK exclusive 2XP codes which will enhance the gaming experience. These codes can only be redeemed by downloading the Code Strike app.

Set within Bletchley Park during WWII and created in partnership with Bletchley Park Trust and The National Museum of Computing, Code Strike features numerous puzzles which have all been specially designed to test key abilities required to be a real code breaker, such as: reaction speeds, memory recall and reasoning plus computational thinking.

The game has been designed to reflect and celebrate Britain’s history of code-breaking and in particular the efforts of the Allied war effort during WWII. In 1942, Bletchley Park recruited a team of code breakers with a cryptic crossword featured in The Daily Telegraph. It was in this iconic location that Alan Turing, regarded as the father of modern computing, and other Allied code breakers broke the German Enigma code.

Included within Code Strike is a hidden challenge that only the most capable of code-breakers will be able to unlock. In partnership with Cyber Security Challenge UK, an initiative established to strengthen the national pool of cyber skills, 15 elite codebreakers will be fast tracked to a prestigious face-to-face competition, and could even be recruited into the next generation of cyber defenders.

Building on last year’s campaign, Snacker Hacker, which taught 70,000 coding lessons to teen gamers, this initiative is the fourth campaign from Fridge Raiders to target the gaming community.

Alastair Gibbons, Senior Brand Manager at Mattesons brand owner Kerry Foods, says: “Our ambition is to make fridge raiders to gaming what popcorn is to film. Over the past five years we’ve seen significant commercial and brand-health growth from targeting gamers and we’re excited to see the success of our Call Of Duty partnership over the next coming months.”

Will John, Creative Director at Saatchi & Saatchi London, adds: “We’ve always looked to collaborate with gamers, to showcase their creativity and skills. We’ve let them co-create a meat-snacking helmet. We’ve helped them develop an A.I. robot. We’ve even taught them how to code. Now we’re powering them up into code breakers.”

The campaigns are rooted in research that revealed that 61% of UK teens game and snack after school – and that when they get home, they open the fridge door first. This latest work supports Mattessons’ ambition to make Fridge Raiders the ultimate protein-rich gaming snack for hungry teens.

To launch Code Strike, three 30 second films have been created for VOD and Social, targeting gamers on Twitch and gaming YouTube channels and will also appear at DOOH sites at Tesco and ASDA stores nationwide as well as in selected Student Unions.

Continuing the relationship with YouTuber Ali A, which began with the successful FRHANK campaign for Fridge Raiders in 2014, Mattessons has created a Facebook live event to launch the app.

The Code Strike APP is available now to download on iOS and Android.

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This weekend saw the clocks go back in the UK as British Summertime ended: and cancer charity Marie Curie took the opportunity to take over London’s iconic Piccadilly Circus outdoor advertising sites and turn them yellow in support of Marie Curie Nurses who worked an extra hour while the rest of the country enjoyed more time in bed.

Working with Saatchi & Saatchi London, for one hour only between 7.00pm and 8.00pm on Saturday October 29th 2016, brands including Coca-Cola, McDonald’s, Samsung, Hyundai Motor and the Egyptian Tourism Authority all showed their support for the charity’s ‘Extra Hour’ campaign by agreeing to donate an hour of their advertising time and turn their artwork yellow.

The iconic Piccadilly Lights advertising site, owned by Land Securities, also featured messaging for the full hour explaining why the site had turned yellow and included a call to action to donate to show support for the charity.

Dr Jane Collins, Chief Executive for Marie Curie, said: “We’d like to say a massive thank you to all the brands and media owners who have donated their advertising space in recognition of the work that our amazing nurses do. Practically everyone will be affected by terminal illness at some point in their lives, so it’s really important that more people are aware of the work that our nurses do and that they are able to receive our help if and when they need it.”

Andy Jex, Executive Creative Director at Saatchi & Saatchi London, added: “Saturday night, as the clocks go back – everyone’s out making the most of an extra hour on the town. Meanwhile Marie Curie Nurses are working an hour extra to care for the terminally ill. Piccadilly Circus was the ultimate place to showcase this campaign. Thanks so much to all the brands and media owners involved, we really couldn’t have done it without you.”

As part of the campaign, additional digital advertising billboards across the UK included digital billboards on top of London’s black cabs also supported the ‘Extra Hour’ campaign. Shot by award-winning photographer Josh Cole, the creative will feature an image of Marie Curie Nurse, Sally Monger-Godfrey, and urge people to support the Marie Curie’s Nurses.

Brands and outdoor media companies who have pledged their support include Amazon, EDF, Spotify, WHSmith, Kinleigh Folkard & Hayward Estate Agent, The Daily Telegraph, Primesight, Clear Channel, Ocean Outdoor, City Outdoor, Forrest, Signature and Verifone Media, Global Radio and Jazz FM.

UM London and out-of-home agency Rapport worked with media owners around the UK to secure these additional spaces.

Other elements of the campaign include a 60” online film featuring Marie Curie Nurses and a 30” film which features a message of support from actress Alison Steadman whose mother was cared for by Marie Curie Nurses.

The ‘Extra Hour’ campaign aims to raise awareness of the fact that Marie Curie Nurses work overnight, providing care and support in people’s homes. Those wishing to make a donation to help fund more care and support from Marie Curie’s Nurses can text EXTRA HOUR to 70755 to donate £5. Marie Curie receives 98% of the donation.

Marie Curie is the UK’s leading charity for people with any terminal illness. The charity helps people living with a terminal illness and their families make the most of the time they have together by delivering expert hands-on care, emotional support, research and guidance. Marie Curie employs more than 2,700 nurses, doctors and other healthcare professionals, and with its nine hospices around the UK, is the largest provider of hospice beds outside the NHS.

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